household products

• Targets & Segments
• Article

Unlocking Innovation Through Collaboration: A Stakeholder-Centric Lens on OUI

• ARF
• MSI

This comprehensive review reframes open and user innovation (OUI) by introducing a stakeholder-centered perspective. Going beyond the traditional firm-user dichotomy, the study maps out the multifaceted roles and relationships of individuals, firms and groups across creation, contribution and consumption activities in innovation ecosystems.

• Article

Is “Cognitive Conflict” a Better Predictor of Brand Choice?

• Article

Why Marketers Should Explore their Consumers’ “Rituals”

• Article

Algorithmic Pricing Pros and Cons

• Article

How to Balance Consumer Response to “Skimpflation”

Rising costs are an important issue for businesses. Many wonder how they should respond and how customers will react if they say, reduce product quality. Such “skimpflation” can be harder for consumers to detect. However, this Marketing Science Institute (MSI) working paper finds that those who do realize it consider the practice deceptive and unfair. Consumers, it seems, prefer reduced product size (shrinkflation) or increased prices to skimpflation, with price increases the most popular/least unpopular of these options.

• Article

A Holistic Measurement Journey

• Article

Leveraging Purchase Signals to Drive Growth

• Article

The Modern Grocery Run